Marketing
Marketing channel analytics
Marketing channel analytics allows you to assess the different marketing channels available to you and establish which are the most effective.
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Marketing channel analytics vs Sales channel analytics
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Marketing
Sales channel analytics
Sales channel analytics looks at all the various ways that you distribute your products to your market to see which channels are the most effective.
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Begin with a complete baseline of current activity, then establish an ongoing review and experiment cycle.
Review channel performance regularly and conduct a structured strategic review at least every year. Increase the cadence when customer behaviour, partner economics or technology changes quickly.
Extracted signals
Strengths, limits, and pitfalls.
Marketing channel analytics
- Create one measurement dictionary for channels, outcomes, costs and attribution windows. Pair path analysis with experiments so optimisation reflects incremental value rather than the platform that claimed the last interaction.
- List current and plausible channels. For each, define its audience, journey role, intended action, cost basis and success measure. A print advert may prompt a tracked call; a digital campaign may aim for a visit, basket addition, completed purchase or another meaningful outcome.
- Collect platform and first party data with lawful consent, purpose limitation and retention controls. Use Web Analytics and Data Mining to investigate paths and segments, but recognise that platform reported conversions may apply different attribution windows and incentives. Reconcile definitions before comparing channels.
Watch for
- Channels rarely act alone. Crediting email, search or another last touch with the whole result can hide the website, content, store, brand activity or earlier contact that made conversion possible.
Sales channel analytics
- Separate the channel that created demand, the channel that assisted evaluation and the channel that booked the order. Then test whether removing or changing one route alters total contribution, not merely where the sale is recorded.
- Map all current and feasible channels and define the function each performs across discovery, advice, transaction, fulfilment and service. Establish consistent channel, customer, product and cost data.
- Report sales and contribution after discounts, returns, commissions, media, sales labour, platform fees, fulfilment and support. Measure acquisition and retention by cohort. Preserve first touch, assist and transaction channels rather than overwriting the journey with one source.
Watch for
- Do not award all value to the last touch. A customer who buys online may have been persuaded by a salesperson or store months earlier; last click reporting can defund the activity that made the transaction possible.
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